Online sales of high-end skincare soar 54% this year

Online sales of high-end skincare have increased 54% in 2020 (in the period from January to October) – the largest growth in the prestige beauty market this year, reported analyst The NPD Group.

Face creams sales increased by 67% during this period, while cleansers soared 66% and serums 32%, the report found. Sales of skincare sets and kits have also been a key contributor to this rapid growth, increasing 57% compared to the same period in 2019.

Overall, the prestige beauty market saw a 38% increase in online sales during the majority of 2020, accounting for more than £491 million-pound worth of sales.

E-commerce accounted for 41% of total prestige beauty sales in the period from January 2020 to the end of October 2020, compared to 21% over the same period last year. This substantial shift in consumer behaviour was driven by lockdown and the ongoing coronavirus pandemic, which saw the closure of bricks and mortar retailers, salons and clinics.

“The prestige beauty market was quick to respond to the change in consumer behaviour during lockdown. Many brands switched their marketing efforts online with innovations including virtual consultations, classes and facials at home led by a skincare professional,” said Emma Fishwick, account manager at NPD UK beauty.

“Skincare sets and kits proved very popular because they offer value for money and encourage experimentation via trial size products. The growth in online sales is set to continue as retailers find new ways to enhance their high street store offering with an omni-channel presence online.”

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